Hike 'Total' to let users access services without active data

"There are markets where people are not able to afford data, but more importantly have this idea of the Internet being very intimidating and complicated", said Kavin Bharti Mittal, founder and CEO, Hike, in a webcast interview.

The aim is to increase its user base beyond 100 million.

Mittal is the son of the billionaire Sunil Bharti Mittal, chairman of India's largest telecommunication carrier, Bharti Airtel Ltd.

The app has made use of its proprietary technology to make services available without data. To make it easy for people to use Total, Hike has preloaded the service onto affordable phones by Intex and Karbonn, so it loads up as soon as you finish setting up your Android device for the first time. So, users can experience the service on their phone with just USSD codes and it doesn't cost anything.

Total users will also get upto Rs 200 to spend on any of the services when they buy one of these devices. Those interested in getting early access to the feature need to sign up on the dedicated Hike Total website. The Hike Total will be available on four smartphone models across Intex and Karbonn- Aqua Lions N1, Aqua Lions T1, Aqua Lions T1-Lite and the Karbonn A40 India.

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The first product by Hike was its messaging app Hike Messenger launched in 2012. Customers access the free services through a form of USSD. While using Total, certain functions - such as viewing media-rich news with photos, or sending pictures - will prompt users to buy data.

Users of Hike Total will also get up to Rs. 200 in Hike Wallet. That said, Hike is yet to announce the data packs though. But, what is the reason of launching such a product and why not on existing Hike platform?

Hike is now one-stop-shop for news, cricket scores, kabaddi scores, recharge, p2p and money transfer. Users will be able to buy cheap data packs from India's leading telecom service providers including Bharti Airtel and Bharat Sanchar Nigam Ltd., starting as low as one rupee from within Total, thus introducing data to a whole category of new users. "We've worked closely with telcos on special data packs for these phones starting as low as Re 1 to give people a taste of what it feels like". "This is really powerful", Mittal further explained.

And the last and major important aspect is the Sachet Data Packs. "I think this is the power of sitting inside India locally on the ground", said Mr. Mittal.

Total will lessen these number of steps making user-experience simple and convenient.

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